Imagery is the basic element in corporate design that has the strongest emotional effect. In addition to the image content, which refers to the company's orientation, the imagery also conveys a company's atmosphere and tonality.
Precision and dynamism: the foundation of our imagery
Stylistic elements such as continuous or minimal depth of focus, motion blur as well as a clearly-defined colour scheme, implement the idea of precision and dynamism individually yet consistently for every image category.
The RUAG imagery is positive and sympathetic. It focuses on our technological competence and forgoes the use of war-related images that do not correspond to our area of activity
You will find publicly available corporate images in our media database after registration.
The images in the Product category are subdivided into the following sections:
1.1 Production and services
These are all motifs that show the manufacturing of products or the delivery of services by RUAG (with or without people in the image). Here we differentiate between long-shot takes (entire product with lots of surroundings) and close-ups (product details, close to the person and product).
These are all motifs that show the usage of products. These mostly take place outside of RUAG, with customers. Here we differentiate between long-shot takes (entire product with lots of surroundings) and close-ups (product details, close to the person and product).
1.3 Technical product implementation
These are technical product illustrations in the form of computer renderings or technical drawings. These include all images that are not photographic implementations – as an image animation or in explanatory films.
The images from the Brand category visualise the RUAG company at the image level and represent the values for which the company stands:
The images from the category Portraits are always used when the human being is the focus of an image. Portraits are divided into two areas:
3.1 Individual portraits
3.2 Group portraits
4. Moving image
The following elements must be taken into account for cinematic implementations
4.1 Logo - intro and outro sequence, logo insertion
Intro and outro sequences of the brand logo are prefixed or added to cinematic realizations.
To guarantee branding in cinematic conversions, the brand logo is permanently displayed in the upper right corner of the format.
A set overlay and positioning of typography is important for conveying the brand.
To create a harmonious transition between scenes, various transitions are defined.
Transition oblique - transparent
Transparent, oblique surfaces at a 45° angle expose a motif or create a smooth transition from one scene to the next.
Transition oblique - opaque
Oblique surfaces at a 45° angle expose a motif or create a smooth transition from one scene to the next.
Transition line grid
A hatching (RUAG hatching) of fine white lines exposes a subject or creates a smooth transition from one scene to the next.
5. Real Estate
The Real Estate category comprises all company building motifs, their architecture as well as their interior design.